TikTok is overtaking all the other platforms in popularity and inventiveness right now and we are seeing more and more brands take the plunge and create a presence on the platform. From our experience, social media competitions and prize draws can be an effective way to reach out to thousands of followers quickly and for relatively little cost – but is TikTok the right platform for all brands?
What do free delivery, free queso and a Chipotle sponsorship have in common? Chipotle combined them in their #ChipotleSponsorMe competition. The prize was one of five ‘Celebrity Cards’ worth $8,000 which entitled the holder to a free meal every day for a year! Followers had to post a creative Chipotle TikTok video to enter and got free queso and delivery thrown in too. The hashtag received over 2 billion views.
TikTok followers are less brand conscious than those on Instagram – consider that Calvin Klein has less than 20,000 followers on the platform. Global fashion brand, Pretty Little Thing, has gained a heap of followers on the app by using lots of popular influencers to share their own promotional posts to win PLT prizes worth between £100 and £200. These promotions are usually simple “Like and Comment” style prize draws that are easy to run on a large scale.
The snack bar’s #KINDsimplecrunchcontest hashtag has received over 73 million views and even involved a novel way to display their T&Cs via a TikTok video from the brand’s founder. Followers had to make a TikTok featuring a KIND bar and the hashtag to win a trip to New York and a year’s supply of bars. The winner was chosen simply by the most video views over a 3 week period and resulted in some of the most inventive videos on the platform.
Crocs only joined the platform in October and already has nearly 200k followers because of existing TikTok challenges involving the iconic shoes. Based on a line sung on a Post Malone track, the #ThousandDollarCrocs challenge encouraged followers to show off what their $1,000 Crocs would look like, celebrating the uniqueness of individuals who use TikTok, to win $1,000 in a prize draw. In total the hashtag has received over 3 billion views!
These are just a small selection of the brands harnessing the power of TikTok’s popularity using promotions. Sponsored hashtags, brand takeovers, 3D lenses and stickers are other, more expensive ways for marketers to promote their brands. But our Point of View would be to first consider if the app is the right place to target your demographic. If it is not, users will be cynical about a brand that does not really ‘belong’ on such an irreverent platform. And remember that asking a follower to interact with a brand on TikTok requires more time and content creation than a Facebook ‘like and share’ – so prizes need to be higher value too. Most importantly, you promotion will require the careful planning and help of experts like PromoVeritas – from following the rules in your Terms & Conditions to help with extracting data.